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Mark Wahlberg launches Municipal Gym, an affordable alternative to luxury longevity wellness clubs

Confirmed1 source · Oct 17, 2026

The actor is opening a 32,000-square-foot facility in Las Vegas in December positioned as a lower-cost competitor to $20,000–$36,000 annual memberships at established longevity centers.

Mark Wahlberg launches Municipal Gym, an affordable alternative to luxury longevity wellness clubs
Image via TechCrunch

What happened

Mark Wahlberg announced the opening of Municipal Gym in December outside Las Vegas, a 32,000-square-foot facility offering blood work, epigenetic testing, recovery gear, compression therapy, cold plunges, and a café. The gym aims to undercut premium longevity clubs—such as Fountain Life ($21,500/year), The Estate ($35,000 memberships), and Equinox's longevity add-on ($36,000)—by offering comparable services at lower cost. Wahlberg cited a $99 entry-level membership example that includes three rounds of blood work and an hour with a doctor. The facility is part of a broader "health and wellness ecosystem" that includes his existing supplements brand and Municipal clothing line launched during COVID. Wahlberg described his growth strategy as "aggressive" and stated developers have already offered "AAA locations" with favorable terms.

Context

Wahlberg's venture targets a high-growth market segment where venture capital continues flowing into premium wellness diagnostics. The longevity-startup space has attracted significant investment, exemplified by Fountain Life's $18 million raise last year and Equinox's expansion into the category. Wahlberg's positioning as an affordable alternative challenges the existing model that has focused exclusively on the high end, potentially expanding the addressable market. The Municipal Gym concept extends Wahlberg's seven-year vision articulated through his Municipal clothing brand—to offer integrated health and lifestyle products rather than isolated celebrity endorsements. Wahlberg's previous gym investment, F45 (bought at $450 million valuation in 2019, went public in 2021, delisted in 2023), informs his current strategy; he stated his key lesson was ensuring alignment with partners and favoring the big-box model over niche class-based fitness.